He struck gold with his idea for a simple roti bakar ("toast") joint, where customers can hang out and indulge in cheap midnight snacks of buttery, fluffy toasts with choose-your-own fillings – anything from strawberry jam to corned beef (topped with cheese, please).

Since then, generations of Jakarta kids have grown up with Roti Bakar Eddy, often the first stop for hungry clubbers wanting to satiate their midnight hunger pangs.

Just as when it began, the soft white bread served at Roti Bakar Eddy still does not contain preservatives.

The menu at the warung also has remained pretty much unchanged since it first opened.

Its classic meisjes (chocolate sprinkles) roti bakar topped with shredded cheddar cheese is still the best selling item on the menu.

Eddy said on the warung's website that keeping everything original is one of the keys to his success.

Eddy’s toast joint is now a successful chain with branches in Bintaro, Depok, Cibubur and Bogor.